Infographic: Content creation vs. content sharing

Brands should cultivate an appropriate mix of industry-level expertise, along with promotional posts and content about their own products and services. Too much reliance on one of these will either lead you to come up short in reaching your marketing goals or cause people to tune out altogether.

So, how do you find that balance? And how do you go about getting buy-in from the exec level for creating this mix?

If I’ve learned anything over the last few years working in content marketing, it’s that executives love numbers. For instance, 94 percent of search engine users will click on an organic search result over a pay-per-click link. That means your owned content has to be on-point from an SEO standpoint.